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TEACHING PEOPLE ^ 



TO USE THE R T. D. 



Every retail florist is supposed to know the workings of what the trade calls 

 the F. T. D. service, but there are thousands of flower buyers who have not got the 

 idea. A summer window display showing how the public may send "flowers by 

 wire" will help in our campaign of education. 



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HAT the so-called tele- 

 graph delivery service is 

 not bringing so much busi- 

 ness to the trade as it 

 might is due in a great 

 measure to tlie haziness 

 that exists in the minds of 

 the buying public about 

 the workings of that serv- 

 ice. "Send flowers by 

 wire," urges the florist in liis advertis- 

 ing, or ' ' We are members of the F. T. wire. 

 D." is a line across his show window. 

 The ordinary person is familiar with the 

 meaning of "C, O. D." or "P. D. Q.," 

 but "P. T. D. " is an enigma, and not so 

 interesting that the casual observer 

 tries to solve it. 



During a storm which prevents him 

 from following his occupation, the fish- 

 erman mends his nets; the farmer does 

 those things which are necessary, but 

 not pressing. During the off-season 

 business calm the florist should be get- 

 ting ready for the storm of business 

 that is sure to come. But he should 

 not stop at being prepared for that 

 which walks into his store; he should 

 stimulate it; impel it to his place of 

 business. 



There is a rich mine 

 of virgin business in 

 the P. T. D. service 

 that only needs the 

 business machinery 

 called advertising to 

 make it one of the 

 great sources of sales 

 for the retailer. Fa- 

 miliarize the public 

 with the idea to such 

 an extent that the 

 news of a death or an 

 illness, or an invita- 

 tion to a wedding of a 

 relative or friend in a 

 distant city, will in- 

 stantlv bring vividly 

 to his "mind the F. T. D. 



The Impression. 



He will not think of 

 the letters, but he will 

 think of what he can 

 do by merely stopping 

 in at the flower store 

 where he usually 

 makes his purchases. 

 He can — so runs his 

 thought — give an or- 

 der to his florist and, 

 presto! flowers will be 

 at the funeral, or sick- 

 bed, or wedding of the 

 distant one. 



There are many forces that are con- 

 stantly working to increase the flower 

 business called telegraph delivery. The 

 officers of the P. T. D, Association itself, 

 and imost of the members, are constantly 

 advertising it; the S. A. P. has done its 

 bit during the year by contributing 

 $1,000 to the publicity fund of the as- 

 sociation. These forces are having their 

 effect and each year shows an increase 

 in the number of flowers "sent by 



Every Little Bit Helps. 



. Florists everywhere, non-members as 

 well as members, are profiting by this 

 increase in the use^^f the system by the 

 public. They will continue to profit in 

 just such an increased measure as they 

 give to tlie propaganda of the associa- 

 tion. 



What each does may not be much, but 

 every little bit added to hundreds of 

 other "little bits" makes a sum total 

 that is a miglity force toward increasing 

 telegra])h delivery business. 



The florists' business is going to be 

 good this fall; better, even, than most 

 of those in the trade expect. This as- 



Pretty Summer Window, but it Does Not Tell the F. T. D. Story. 



sertion is based on authentic reports of 

 the condition of business during the 

 summer months, which have been as 

 good as, or better than, the same months 

 of previous years. But while trade is 

 dull let us not only be mending the nets 

 and the harness, but also doing our 

 share toward increasing the calls for 

 telegraph delivery service. 



One of the most efficient ways in which 

 this can be done is to devote our dis- 

 ])lay windows to advertising this serv- 

 ice during the summer dull season. Such 

 a display does not cost much in money, 

 but may be as cheap or as expensive in 

 time and thought as the florist wants to 

 make it. But whatever he does will be 

 a help and, as has been said before, 

 every little bit heli)S. 



Time and again The Keview has 

 called the attention of florists to this 

 subject and the call has been generally 

 heeded. Florists everywhere have put 

 in telegraph delivery windows, both 

 simple and elaborate. Those who have 

 iiad such windows one year have come 

 ))ack with a better one the next. Study 

 of how to tell the story to the public 

 by visualizing it has brought the result 

 that each successive 

 window has had more 

 "punch" and has been 

 more effective. 



A Common Mistake. 



Illustrating this ar- 

 ticle are reproductions 

 of photographs of win- 

 dows used to advertise 

 a n d familiarize the 

 public with the F.T.D. 

 service. It will readily 

 ])e seen that these win- 

 dows were not the re- 

 sult of a moment's or 

 an hour's thought or 

 work. How much they 

 cost in money depends 

 upon the ability of 

 their makers to do 

 much with little, for 

 they certainly did not 

 do little with much. 

 Tlie accessories with 

 which they had to 

 work are here xitilized 

 in a most effective 

 way. 



Members of the trade 

 are so familiar with the 

 F. T. D. and its work- 

 ings that they some- 

 times lose sight of the 

 fact that the public 

 needs to be educated 



